The Federal Communication Commission has instituted a new rule that the loudness lever of all commercials must be at a certain level.

The "Commercial Advertising Loudness Mitigation" or "CALM” rule was a reaction by the FCC to many complaints about "blasting" commercials during TV programs.

Greg Sair with Zolo Media says their research shows that sometimes the ads are not the problem. “What we've discovered through our data collection is many times, it's the program level that's low. The commercial may be in compliance perfectly; right on the nose with how loud it's supposed to be. But the program you're watching is low; that audio is low. So it appears the commercial comes on loud, and it is, because you've turned up your TV for the program, not the commercial level."

Sair says they began monitoring and adjusting their ads months ago to be well ahead of the deadline. That was Thursday.